The NFL dusted off a one-minute ad that it produced for the Super Bowl earlier this year. It was originally made to "demonstrate the power of football to bring people together," the league said. CNN learned exclusively that the ad would run before the game.

So the NFL ran the ad again on NBC's "Sunday Night Football" telecast on Sunday.

The decision was finalized on Sunday morning.

"We think this is the single best response to demonstrate what we are about," an NFL spokesman told CNN. "It stands in stark contrast to some who practice the politics of division."

The idea is to take the high road -- avoiding any direct reference to Trump -- by airing an inspirational message.